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Magisto report

4 marketing challenges that video solves best

Magisto report

4 marketing challenges that video solves best

The definition of video marketing is the ability to communicate with any one of your businesses' constituents using ad hoc video narrative.
The next natural question is: How does video marketing best solve today's marketing problems?

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Trust and relationship building at scale with video

The wisdom in door to door sales

There is an old saying that people buy from people. Ask any door-to-door salesman from the 1950's, and they will tell you that personal interaction, trust and ultimately a relashionship with your customer is the most effective way to drive sales. The trickier part is often generating enough interest from a prospective customer to secure the initial interaction and actually develop a real, interpersonal connection.

Digital door to door sales with video

In the digital age, there is a nuanced notion of personal interaction delivered by digital customer relationship management infrastructure, which includes websites, emails, banner ads and customer service centers. While nothing replaces a face-to-face interaction, digital CRM represents a way to build trust and relationships with at scale that the door-to-door salesman could never dream of.

Apple example: As a customer, we feel valued by Apple and “as if” we have a relationship with the company because they have a good record of when we last called and what device(s) we currently own.

Scaling Trust Video: What’s so amazing about video marketing in this context, is that it creates an exponentially richer way to foster a real, interpersonal relationship with existing and potential customers from the get go. Because of this rich nature of the medium, it has the ability to make the viewer feel “as if” the person in the video is speaking to them in real time.

What’s more, is you can do it with infinite scale. Video provides sales teams, brand marketers, growth hackers and customer care teams a way to develop relationships at large. It’s one of the reasons that real state agents were early adopters of video - you have to trust the person you are listing your house with, or buying your house from, and that trust can begin with video.

Action item: show your face in your video to build trust

Be sure to feature yourself or a real employee in your videos. If you don’t feel comfortable on camera, use a photo of yourself and add text captioning rather than actual dialogue. It’s an amazingly powerful way to start building relationships at scale.

Example: building trust with video

Open house

Realtors invite you to an open house. Their presence in the video adds authenticity and builds personal trust. Seeing the realtor in a property he/she has on the market contextualizes the person and the home for sale.

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Selling experiences with video

Placing the viewer in the story

Text and photos don’t give the viewer senses of emotion and energy like videos. Mostly because it’s the feeling, not the features, of the experience that you are selling.

Video is the most experiential video

Compared to video, text and photos don’t have nearly the same capacity of giving the viewer real senses of emotion and energy of the event. Without emotion, experiences have no real value.

Video is the most experiential medium. It immerses the audience in the atmosphere of life experience. It places them in the story and provides senses of place, dimension and motion, triggering a powerful emotional response.

Action item: selling experiences with video

Optimize video for emotional impact

One irony of video marketing is that raw video footage often lacks the very emotion we are looking for. As a medium, video is most powerful when there is an element of production.

A Shot List:
You don’t have to be Scorsese to make great videos.
Don’t be afraid to include a mixture of photos and videos.
Wide angled shots paired with close ups reveal cool details and perspectives of experiences that are otherwise lost.
These simple tricks make for great video stories.

The Right Song:
Most importantly, pick a song that conveys the energy of the event you are selling.
If it’s a yoga retreat, you want something soothing; a sales convention, something motivational or even epic.

Example: selling experienses with video

Club Med, Moldives

A compilation of photos and videos puts viewers in the beauty, peacefulness and fun of a Club Med vacation to the Maldives; rather than peering at it from afar in a flat image or copy heavy website.

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Speaking to the "Change Generation"

"Change Generation" speaks video

This year 74% of internet traffic will be driven by video. The mass adoption of digital video is driven by the “Change Generation” - people who have come of age in the context of a mobile and connected social world - that have a drastically evolved perspective on everything from relationships and entertainment to advertising.

Evolved expectations in advertising

There is a new expectation associated with the social contract between the consumer and the advertiser that requires authenticity, nuanced voice and frequent creative refresh that favors conversation to broadcast messaging. One of the reasons video marketing is so effective is that it plays to that new set of rules in how customers/consumers engage with businesses and the goods they sell through the content they create.

Authentic video voice and creative refresh

There are two components to reaching the "Change Generation": speak to them where they live (i.e. social media) and with an authentic voice.

Where: Video dominates social media. It is easy to consume on mobile devices and highly visual, making it the preferred medium of the "Change Generation". In order to speak video effectively as a business, you need videos optimized for every social platform. Using a video created for YouTube on Instagram simply doesn’t work. An easy solution is to repurpose core video creative and optimize the format and message by platform.

How: It’s important to use a socially relevant voice that resembles the way individuals interact with each other in social culture. Showing a heavily produced spot, or even one that is too overtly a sales pitch, on a social platform is like showing up to a pool party in a tuxedo. And showing the same video without refreshing it is like showing up to that pool party overdressed, again and again.

Don’t try to be Scorsese

There is a place for highly produced video. Video marketing is not that place. You don’t have to be Beyoncé to be an expert at singing kids to sleep, and you don’t have to be Scorsese to be an expert video marketer.

Make your videos feel like a one-on-one conversation. Experiment with putting the call to action later in the video, or even just in the copy of your post and not in the video at all. Create value for the viewer by refreshing the video creative often and tell ongoing or episodic narratives that are more story and less hard sell.

Example: selling to the "Change Generation" with video

D.O.G. Pet Boutique

Pet videos (especially cats) are everywhere - yes they are a tad cliché, but people love pets. This is a great example of a Dog Grooming Service using a video that looks and feels like a personal video to generate brand awareness and build customer trust.
With today’s video marketing tools, companies of all sizes can make these types of videos themselves with high frequency and authentic voice. Chose a lifestyle adjacent to your business and remember: be yourself.

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The competitive advantage of video

The competitive advantage of video

This year 74% of internet traffic will be driven by video. The mass adoption of digital video is driven by the “Change Generation” - people who have come of age in the context of a mobile and connected social world - that have a drastically evolved perspective on everything from relationships and entertainment to advertising.

Success story: The Casino Ballroom, live music venue

Selling concert experiences with video

The Casino Ballroom is a live music venue more than 100 years old. It’s hosted legendary shows that include The Doors, Led Zeppelin and U2. Concerts are by nature experiential. The key to promoting concerts is to share the energy of the concert experience. They had seen success with video, but were deterred by perception that effective videos had to be highly produced like TV commercials and would thus cost too much and take too long to create.

Display ads vs. authentic video ads

The Ballroom ran seven video ad creatives that they made themselves using Magisto’s Video Creative Platform - Powered By A.I. vs. Traditional Display ads on their Facebook Newsfeed, and optimized each ad clickthrough-rates.

Video ad results

Time to create: 7 video ads < 48 hours

IncreasedCTR: 300%

ReducedCPC: -39%

ReducedCPM: -20%

Action item: start video marketing now

Many marketers are unsure how to begin video marketing because they use the production value and work flow of television advertising as a reference point. Framed through the lens of TV, it’s easy to think “How on earth am I going to do that?” The truth is that perfection is the enemy of effective video marketing. Frequency and speed to market are the keys to success. Get started with low budget, highly authentic videos. Learn, repeat and win!

Action item: ad hoc video marketing

Reid Genauer, CMO of Magisto, eating his own video marketing dog food

Reid Genauer shares his definition of video marketing. His presentation is informal and conversational. The authenticity gives viewers a chance to get to know him and consume information about video marketing in the context of a causal, story-like exchange.